Study: Marriott Claims Top Spot in Brand Health

NATIONAL REPORT—YouGov has released its annual review of the overall brand health of 1,630 brands tracked daily by the YouGov BrandIndex. The review measures overall brand health by calculating the average of six metrics—impression, value, quality, reputation, satisfaction, and recommend.

Out of the 1,630 brands tracked by YouGov BrandIndex, 50 of them are U.S. hotels. This year’s top five hotel brands and most improved hotel brands include:

  1. Marriott
  2. Holiday Inn
  3. Hilton
  4. Holiday Inn Express
  5. Courtyard by Marriott

Responded were asked to gauge the following:

  • Impression: Overall, which of the following hotels or accommodation services do you have a positive or negative impression?
  • Quality: Which of the following hotels or accommodation services do you think represents good or poor quality?
  • Value: Which of the following hotels or accommodation services do you think represents good or poor value for money?
  • Satisfaction: Which of the following hotels or accommodation services would you say that you are a satisfied or dissatisfied customer?
  • Recommend: Which of the following hotels or accommodation services would you recommend to a friend or colleague? And, which of the following would you tell a friend or a colleague to avoid?
  • Reputation: Imagine that you were looking for a job. Which of the following companies would you be proud or embarrassed to work for?

 

The Index Rankings chart shows the brands with the highest average Index scores between July 1, 2017 and June 30, 2018. The Index Improvers chart ranks the brands with the highest increase in index, comparing scores from the previous 12-month period. Both scores are representative of the general population of adults age 18 or over.

It is notable that Airbnb is among the rankings of U.S. hotel brands as more travelers seek alternative accommodations and consider Airbnb as an option when searching for hotels.

“When consumers consider lodging options, Airbnb and other short-term apartment and house rental services are often part of the competitive set, so we group them together for a more holistic view of the category,” stated a YouGov spokesperson.

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